TCNY, the contemporary label owned by Hong Kong-based custom tailor Ascot Chang, will be launching a made-to-measure service, the focal point of recent efforts at revamping the label.

TCNY was launched in 1998 in a bid to sell classically styled clothing for urban professionals, who might otherwise be turned off by the parent label’s higher prices and more conservative cut. Family-owned Ascot Chang said its higher-end namesake label’s customers include the likes of former U.S. President George Bush and French President Nicolas Sarkozy.

However, “we found that we were getting away from what our core competencies were,” said Justin Chang, Ascot Chang’s business development manager and the grandson of the company’s founder. “About three years ago, we [tried] to inject a bit more youth into the brand but we don’t think that direction worked.”

Next month, TCNY will launch a made-to-measure service. Customers will be able to select fully canvassed suits, jackets, waistcoats and trousers from two patterns, the Soho and the Madison. With its narrow lapels and nipped waist, the former is being positioned as a “fashion cut,” said Chang. He said that the Madison silhouette was “a bit more work appropriate, with a bit of a longer jacket and a touch fuller around the waist and shoulders.”

Customers will be able to choose from 1,000 different fabrics, 30 lining colors and 30 button styles. Depending on the fabric, suits will retail for $620 to $1,100. Made-to-measure shirts will also be offered.

The made-to-measure service will be available at TCNY’s two boutiques in Hong Kong, which are the label’s only two points of sale. Ascot Chang has stand-alone stores in Hong Kong, as well as New York, Beverly Hills, the Philippines and China.

The made-to-measure service is being positioned as an introduction to the main label. “It’s a good opportunity for someone who hasn’t tried tailoring before to try our handiwork,” said Chang. “If they want more detailing, then Ascot Chang is the next step.”